The votes are in, and Unilever has declared a winner in its own presidential campaign.
I Can’t Believe It’s Not Butter’s heroine, “Spraychel” captured the coveted title of president of the fridge, beating out opponent Maxwell Butterman after receiving more than 430,000 votes. The effort was part of a new Webisode series Unilever launched playing off the real-life presidential campaign.
So far, Unilever is reporting more than 986,300 views of its Webisodes and more than 965,500 game plays on the site. The average time spent on the site is six minutes and 35 seconds.
Visitors to www.VoteSpraychel.com can watch the Webisode declaring Spraychel the winner. Also on the site, people can check out series episodes, play online games and get I Can’t Believe It’s Not Butter recipes.
People who cast their vote for Spraychel were entered into a sweepstakes for a chance to win $400,000, the equivalent of a presidential salary (PromoXtra, June 25, 2008). The sweepstakes concluded July 27.
The effort marks the fourth year that the company has built a campaign around, Spraychel. Last year’s promotion, “Sprays in the City,” garnered more than 1 million unique visits to the Web site and a more than 50% boost in brand awareness among visitors, the company said.
Story Worldwide handled the creative and online work, M Booth & Associates is in charge of PR and Mindshare oversaw media buying.
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